Assessment Two:

The organisation that I will be conducting audit report is Hungry Jack's Pty Ltd.

1. In order to prepare for Marketing Audit, I will:

- Identify the goals of the audit: To assess the effectiveness of Marketing over the
period of 6 months from March 20, 2021 to September 20, 2021.
- Create a list of marketing areas, items and campaigns within Hungry Jack's Pty Ltd
over the period of 6 months from March 20, 2021 to September 20, 2021.
- Collect data on the performance of Hungry Jack’s marketing activities such as the
traffic rate of the company’s website and social media, the click rates and the
number of subscribers

2. The form of Marketing Audit that I will use are:

- External environment marketing audit: evaluate the external factors that affect the
performance of marketing such as financial records, political factors, demographic
factors, environmental factors…

- Internal environment marketing audit: evaluate the internal factors that might affect
the performance of marketing, such as the performance of marketing staff, the
marketing system, the products that are being marketed…

3. Document external Marketing audit findings:

- Demographic Analysis: Hungry Jack’s has 420 stores over Australia, targeting mainly
Australian Men aged from 18 to 50
- Technological Analysis: Hungry Jack’s technological marketing highlight is the shake
and win app where customers can win free food or drink. The app is very popular
among students and customer aged 18 to 30.
- Environment Analysis: Hungry Jack’s encourages customers to protect the
environment by phasing out plastic straws and uses recyclable cups
- Legal Analysis: Offer quality food for its price, with healthy meal options. In 2021,
Hungry Jack’s is sued by McDonald’s to Federal Court for the controversial burger Big
Jack – which is similar to McDonald’s Big Mac

4. Document internal marketing audit findings:

- Marketing Organisation audit: The Marketing Team consists of National Marketing
Manager, Head of Marketing, Chief Marketing Officer and Marketing Team
Members. All staff fully understand their role and responsibility. Necessary training
are provided offline and online.
- A workflow process and procedures are applied for all marketing activities and
campaign within the company
- The company website’s traffic in 2021 is 666.81K, which dropped by 14.15%
compared to last year’s number <Similarweb.com, 2021, available at
https://www.similarweb.com/website/hungryjacks.com.au/>
 - The Big Jack campaign has been a success with a rating of 7.96 out of 10 from
Australian customer, compared to McDonald’s Big Mac which has 7.7.
<Kitchen.nine.com.au,2021, available at https://kitchen.nine.com.au/latest/big-mac-
or-big-jack-controversial-survey-reveals-which-burger-is-better-canstar/6cb8bcfd-
d7f2-414a-bbd7-cff64f759597>
- Marketing effort used are Pricing Strategy which offer value meals with economic
benefit for customers, Cross-sell products to recommend customers with more
options, “Shake and win” application to gain customer’s attention by free food and
drink.
- Associate with not-for-profit organisation “R U OK” and partner with Taronga Zoo for
brand awareness.

5. Marketing Audit Report for Hungry Jack’s Pty Ltd

Business Overview

Founded in 1971, Hungry Jack’s Pty Ltd is the Australian franchise of Burger King
Corporation. The main product lines of Hungry Jacks are flame grilled burgers, with
additional side dishes of fries, onion rings, salad, drinks and deserts. Hungry Jack’s is
committed to deliver high quality fast food with reasonable prices, as well as outstanding
service and cleaning standard.

Purpose

The purpose of this Audit Report is to evaluate the effectiveness of Marketing Activities and
Functions that is being applied at Hungry Jack’s. The report will examine both internal
factors and external factors and make recommendation for areas that need improvement

Methodology:

The report is conducted using available resources related to marketing activities at Hungry
Jack’s from the internet, advertisements, articles and internal findings.

Internal Environment Marketing Audit:

Organisation

All staff fully understand their role and responsibility. Necessary training is provided offline
and online. A workflow process and procedures are applied for all marketing activities and
campaign within the company

Commitment to the people and the environment

Hungry Jack’s associates with the not-for-profit organisation “R U OK” and partner with
Taronga Zoo

Marketing Effort
Marketing effort used are Pricing Strategy which offer value meals with economic benefit for
customers, Cross-sell products to recommend customers with more options, “Shake and
win” application to gain customer’s attention by free food and drink.

Technology

Hungry Jack’s technological marketing highlight is the shake and win app where customers
can win free food or drink. The app is very popular among students and customer aged 18
to 30.

Customer Relationship

Customer Relationships need to be improved, as there were a number of complains on the

services that have not been resolved.

External Environment Marketing Audit:

Demographic:

Hungry Jack’s has 420 stores over Australia, targeting mainly Australian Men aged from 18
to 50

Environment Analysis

Hungry Jack’s encourages customers to protect the environment by phasing out plastic
straws and uses recyclable cups. However, customer rates the new cups as “confusing to
use”

Legal Analysis

Offer quality food for its price, with healthy meal options. In 2021, Hungry Jack’s is sued by
McDonald’s to Federal Court for the controversial burger Big Jack – which is similar to
McDonald’s Big Mac

Marketing Mix

Product: The main product lines of Hungry Jacks are flame grilled burgers, with additional
side dishes of fries, onion rings, salad, drinks and deserts. Hungry Jack’s is committed to
deliver high quality fast food with reasonable prices, as well as outstanding service and
cleaning standard. The company also offer kids meals and healthy options to adapt with the
trends from the industry and customer’s buying habits and belief.

Price: Hungry Jacks has a price advantage over its main competitor Mc Donalds with burgers
on promotion ranging from $1 for a cheeseburger
Place: Hungry Jack’s has 420 stores over Australia, offering dine-in, take-away and drive-
through services. The report recommends the company to choose location that are in the
neighborhood area or school.

Promotion:

Hungry Jacks offer wide range of vouchers and coupons on the internet and applications.
The report recommends the business to focus more on delivery promotion, due to the affect
from the COVID-19 pandemic’s lockdown and customers tend to stay at home more than
eating out